This study aims to explore the motivational factors (or value components) using a consumer-centric view to enable consumer make mobile payments (mPayments).
Means-end chain (MEC) theory, an exploratory approach was employed to understand personally relevant reasons for consumer use mPayments in India. In addition, the MEC phenomenon was investigated by examining the relationships among the three layers Attribute-Consequence-Value (A-C-V).
The study revealed the most important attribute to be handling money, followed by ease of use (consequence) and convenience as value. There was a wider recognition and penetration for acceptance of mPayments in smaller amounts or micro-payments with vendors, specifically in urban cities.
This research is the first of its kind wherein the concept of MEC has been utilized to evaluate why consumers make mPayments and demonstrate a novel approach to explore consumer insight into this domain.
Sankaran, R. and Chakraborty, S. (2020), "Why customers make mobile payments? Applying a means-end chain approach", Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MIP-12-2019-0622Download as .RIS
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